{"id":971,"date":"2020-11-09T20:35:00","date_gmt":"2023-09-04T20:35:04","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=971"},"modified":"2023-10-03T10:42:05","modified_gmt":"2023-10-03T10:42:05","slug":"ecommerce-innovation-picnic","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/ecommerce-innovation-picnic\/","title":{"rendered":"How Dutch Online Grocer Picnic Is Delivering Innovation"},"content":{"rendered":"\n<p>The COVID-19 pandemic has forced many customers who used to shop offline to move onto new digital channels, and companies have had to pivot to meet them there with new experiences. For the Dutch-based digital grocer, <a adhocenable=\"false\" href=\"https:\/\/picnic.app\/nl\/\" target=\"_blank\" rel=\"noopener\">Picnic<\/a>, business model innovation has never been an issue. <\/p>\n\n\n\n<p>Picnic has been reimagining the grocery delivery space since 2015, innovating across every dimension of the food shopping experience, including data-driven apps, demand management, and delivery logistics. For instance, while their milkman-style delivery network may look old-fashioned at first blush, if you peek under the bonnet you\u2019ll see that their iconic little vans are custom-built, electric-powered, capped at 50 mph, and finely tuned to navigate today\u2019s high-traffic areas.<\/p>\n\n\n\n<p>This forward-thinking attention to detail should come as no surprise, as everything that Picnic does \u2013 from minimising food waste to maximising operational efficiency \u2013 is carefully designed with an innovative mindset, while also keeping sustainability in mind. Picnic is packed with creative ideas, and in order to power them, they need innovative technologies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-an-innovative-business-model\"><b>An innovative business model<\/b><\/h2>\n\n\n\n<p>Picnic isn\u2019t the only app-based grocery delivery service, but it\u2019s quickly becoming the most imaginative. Picnic\u2019s bus-route concept was created in order to tackle two issues that other online grocers were failing to address \u2013 big delivery windows and high delivery charges. <\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>We have specific time slots for entire neighbourhoods, where everyone gets their delivery at the same time. We create density, which allows us to drive down cost and deliver within a 20-minute window for free.<\/p>\n<cite>Steven van de Ridder<\/cite><\/blockquote>\n<span class=\"citation-role\">Director of Advanced Analytics for Picnic<\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fecommerce-innovation-picnic%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=How%20Dutch%20Online%20Grocer%20Picnic%20Is%20Delivering%20Innovation\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Twitter (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=How%20Dutch%20Online%20Grocer%20Picnic%20Is%20Delivering%20Innovation&#038;url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fecommerce-innovation-picnic%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Facebook (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fecommerce-innovation-picnic%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"How Dutch Online Grocer Picnic Is Delivering Innovation\" https:\/\/www.salesforce.com\/eu\/blog\/ecommerce-innovation-picnic\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p>And those unique, custom-made little vans that are quickly becoming ubiquitous in the Netherlands and Germany? \u201cE-commerce was having a significant negative impact on our cities \u2013 there was congestion and there was pollution,\u201d van de Ridder explains. \u201cThis led us to design and build our own fleet of narrow electric vehicles. This allows us to make deliveries without creating pollution and clogging up the streets.\u201d <\/p>\n\n\n\n<p> While this environmentally conscious, neighbourhood-friendly business model is sure to please customers, so will Picnic\u2019s service, as they\u2019ve made personalisation a top priority. \u201cWe launched a data-first app where we can surprise and delight our customers with the best possible personalised shopping experience, while still fulfilling our promise that they can shop for their groceries anytime, anywhere, within five minutes.\u201d<\/p>\n\n\n\n<p>This mix of business model innovation and customer-centricity has won Picnic plenty of fans, and they grew even more popular when COVID-19 led to lockdown measures. \u201cPicnic has always had to manage capacity and demand,\u201d Steven van de Ridder says. \u201cFrom day one we\u2019ve had more demand for our services than capacity.\u201d To keep up with demand, Picnic has been opening new fulfilment and distribution centres in the Netherlands and Germany, and if you think their fleet of vehicles is innovative, check out the technology powering these fulfilment centres.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-technology-at-every-level-of-the-company\"><b>Technology at every level of the company<\/b><\/h2>\n\n\n\n<p>Picnic has thought through its customer shopping experience very well and invested in enhancing it every step of the way. \u201cWe pride ourselves on offering exceptional customer service. You can imagine that during the first weeks and months of the coronavirus crisis, there was a lot of uncertainty,\u201d van de Ridder states. \u201cIt was at the start of the outbreak that we were getting ready to launch <a href=\"https:\/\/www.salesforce.com\/eu\/products\/service-cloud\/overview\/\" target=\"_blank\" rel=\"noopener\">Service Cloud<\/a> from <a href=\"https:\/\/www.salesforce.com\/eu\/\" target=\"_blank\" rel=\"noopener\">Salesforce<\/a>. We had to change out eight different systems for one system that could do it all.\u201d <\/p>\n\n\n\n<p> Changing over systems in the midst of an outbreak \u2014 when business was booming and their customers needed them most \u2014 was nerve-wracking, but van de Ridder had confidence in his team and their new solution.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>We had so much trust in Salesforce as a platform, and in our internal development team as implementation partners, that we decided to go ahead. It was incredibly smooth \u2014 for a migration in tumultuous times, it was surprising. We\u2019re very happy with the solution we have in place.<\/p>\n<cite>Steven van de Ridder<\/cite><\/blockquote>\n<span class=\"citation-role\">Director of Advanced Analytics for Picnic<\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fecommerce-innovation-picnic%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=How%20Dutch%20Online%20Grocer%20Picnic%20Is%20Delivering%20Innovation\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Twitter (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=How%20Dutch%20Online%20Grocer%20Picnic%20Is%20Delivering%20Innovation&#038;url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fecommerce-innovation-picnic%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Facebook (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fecommerce-innovation-picnic%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"How Dutch Online Grocer Picnic Is Delivering Innovation\" https:\/\/www.salesforce.com\/eu\/blog\/ecommerce-innovation-picnic\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p>Picnic is not only turning to Salesforce to connect with its customers; it\u2019s leveraging forward-thinking solutions at every level of the company. <\/p>\n\n\n\n<p>\u201cSalesforce plays a very central role in Picnic\u2019s technology ecosystem. We use Salesforce for a myriad of functions, including storing, configuring, and maintaining the master data, which we internally refer to as Product Information Management\u201d, says Bhushan Puri, Senior Salesforce Developer for Picnic. In addition, the speed of implementation is a critical advantage. Bhushan Puri goes on to say, \u201cOne of the biggest advantages of using Salesforce is the short turnaround time from concept to a fully live application.\u201d<\/p>\n\n\n\n<p>Picnic prides itself on its data-driven nature of working. To supplement that, it also leverages technology to make the most of its data, Picnic turns to another Salesforce tool, <a href=\"https:\/\/www.tableau.com\/en-gb\" target=\"_blank\" rel=\"noopener\">Tableau<\/a>, for that.<\/p>\n\n\n\n<p>Lorena Salamanca, Tech Lead Customer Success for Picnic, says, \u201cCollecting data is one thing, making decisions based on that data is quite another. Our data streams are so dense, that it takes the greatest effort to find patterns and make decisions on them. This is where Tableau shines for us. Tableau translates all our complex data flows into insights that help the business to make decisions.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-s-next-for-picnic\"><b>What\u2019s next for Picnic?<\/b><\/h2>\n\n\n\n<p>It should come as no surprise that Picnic is constructing a state-of-the-art robotic fulfilment centre, which promises to speed up delivery, handle increased volume, and enable close to zero food waste. Responsible innovation is just part of Picnic\u2019s DNA, after all. As Steven van de Ridder puts it, Picnic has \u201ca fundamental drive to explore and try new things. There\u2019s always a new challenge and a new optimum to be achieved. That\u2019s a very large part of the secret to Picnic.\u201d<\/p>\n\n\n\n<p>The New Normal will be defined by forward-thinking, innovative businesses, and for Picnic and its customers, the future is already here. <\/p>\n\n\n\n<p><i>To see more from Picnic, as well as hear insights from Trailblazers across industries, check out our <a href=\"https:\/\/www.salesforce.com\/eu\/events\/salesforce-live-benelux\/\" target=\"_blank\" rel=\"noopener\">on-demand webinars<\/a> and the latest product demos from Salesforce Live: Benelux.<\/i><\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/eu\/en\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn how Picnic is using business model innovation to re-imagine grocery delivery \u2013 and using Salesforce to deliver exceptional service.<\/p>\n","protected":false},"author":1,"featured_media":973,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[68,1,67,57],"sf_content_type":[],"coauthors":[120],"class_list":["post-971","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-leading-through-change","sf_topic-digital-transformation","sf_topic-leadership","sf_topic-retail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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